BUS631: Brand Management

This paper summarizes the research of the brand core values theory, in order to provide researchers with an overall understanding of the theory about the core values of the brand. Meanwhile, studies have found combing through the limitations of existing research, it is recommended to carry out in-depth studies in the future from the following two aspects:

First, study on the antecedents of the core values of the brand. From a practical application point of view, companies pay more attention to the practical operation which factors or variables affect the core values of the brand. At present, more and more enterprises have begun to realize the importance of brand building, but could not know how to start. Such studies focus on factors affecting the formation of the core values of the brand, to clearly inform what variables have a direct impact on the formation of the brand core values, and provide direct evidence for the business practice.

Second, unify the dimensions of the brand core values for the entire study. We find that in empirical researches, when it comes to the relationships between the brand core values and other variables, most are analyzed from a particular dimension of the core brand values separately, few regard core values of the brand as a whole empirical study. Core brand values is a complete concept, comparing every dimension of the brand core value affecting other variables is a worthy research direction.